Replies to post #19717 on DNA Brands Inc (DNAX)

[Ed the Trader]

"A simple sign on the outside of the coolers at the QuikTrips they were in saying something to the effect "DNA Voted Best Tasting Energy Drink", would have gone a long way in raising awareness and curiosity. I think they missed a great opportunity and hope they don't make that mistake again!"

Yup. Once I figured out the problem with lack of awareness that advertising brings, I had started looking at all of the coolers in the Quik Trip stores to see if they allowed product ads to be placed on the cooler doors. It did not take long to figure out that such ads were allowed as I found simple cling film ads for both soda and beer on some cooler doors.

I was going to contact DNA management to suggest that they rectify this problem but about the same time I was figuring out all of this, a Quik Trip store manager told me that a memo had already been sent to all stores notifying them that DNA was going to be pulled out of all Quik Trip stores. I have no idea if DNA management would have listened to me, but I wish that I had discovered it was in Quik Trip stores six months previously when there would have still been time to try to improve sales.

The former CEO Fowler screwed over DNA in many ways, but probably the worse thing that he did to them was overextending their distribution channels where there were no advertising budgets available to build sales. So now, not only are those distribution relationships trashed (probably permanently) but it is now going to hard to get the products back into retail stores where DNA has already been proven as a failure.